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In 2021 the British Government passed a new HFSS (High Fat, Salt, Sugar) law banning snack brands from advertising online or before 9pm. This turned out to be an opportunity for Takis, the intensely spicy Mexican crisp, whose brand line is Don’t Eat Takis. They hijacked the debate around the HFSS ban by being the only brand to support it. This took the form of pro-Government and anti-Takis messages projected all over London, including on the Houses of Parliament, the very place the policy was passed. And because all the executions appeared after 9pm they neatly complied with the ban.